Effect of Social Media Usage on Digital Carbon Footprint: Analyzing Awareness Level of Social Media Users of Punjab

Abstract

The increasing use of social media platforms has raised concerns about its environmental impact in terms of digital carbon footprint. This research aims to analyze the awareness level of social media users in Punjab, Pakistan, regarding the concept of digital carbon footprint, and to identify the pro environmental behaviors that can encourage social media users to reduce their social media usage. Additionally, this research is considered to resolve the extent of coverage given to digital carbon footprint issue by English Dailies of Pakistan. Quantitative approach with two research designs i.e. survey and content analysis has been used to reach the desired objectives. The data of DAWN and Express Tribune is collected through content analysis within the selected time period (2020-2022). The major issues selected for the content analysis study are Carbon Emissions, Internet carbon emissions, Electronic Waste, Gaming carbon emission and social media carbon emission. The research was carried out under the umbrella of Agenda setting theory and Theory of planned behavior. For the survey design, a simple random sampling technique was employed to select sample (n=335) respondents between the ages of 18 and 26 from Lahore, Okara, Faisalabad, and Rawalpindi. The findings reveal a lack of awareness among social media users in Punjab regarding digital carbon footprint which is due to limited coverage provided by print media on this issue However, the results also highlights the potential of pro-environmental behavior as a means to reduce social media usage which indirectly decreases the digital carbon footprint., Ultimately, this research aims to foster a more environmentally conscious digital society by promoting responsible social media use and reducing the digital carbon footprint.